<div class="gmail_quote"><span style="font-family:sans-serif;font-size:13px;line-height:19px"><p style="margin-top:0.4em;margin-right:0px;margin-bottom:0.5em;margin-left:0px;line-height:1.5em">See below the "altruistic" category defined in social value orientation...</p>
<p style="margin-top:0.4em;margin-right:0px;margin-bottom:0.5em;margin-left:0px;line-height:1.5em">-----</p><p style="margin-top:0.4em;margin-right:0px;margin-bottom:0.5em;margin-left:0px;line-height:1.5em"><b><a href="http://en.wikipedia.org/wiki/Social_Value_Orientations" target="_blank">http://en.wikipedia.org/wiki/Social_Value_Orientations</a></b></p>
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<b><br></b></p><p style="margin-top:0.4em;margin-right:0px;margin-bottom:0.5em;margin-left:0px;line-height:1.5em"><b><a href="http://en.wikipedia.org/wiki/Social_Value_Orientations" target="_blank"></a>Social value orientations</b> (also referred to as <i>social motives</i>, <i>social values</i>, or <i>value orientations</i>)</p>

<p style="margin-top:0.4em;margin-right:0px;margin-bottom:0.5em;margin-left:0px;line-height:1.5em">is a <a href="http://en.wikipedia.org/wiki/Social_psychology_(psychology)" title="Social psychology (psychology)" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">social psychology</a> motivational theory of choice behavior in <a href="http://en.wikipedia.org/wiki/Game_theory" title="Game theory" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">game</a> situations advanced by David M. Messick and Charles G. McClintock in 1968.<sup style="line-height:1em;font-weight:normal;font-style:normal"><a href="http://en.wikipedia.org/wiki/Social_Value_Orientations#cite_note-Messick68-0" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;white-space:nowrap;background-repeat:initial initial" target="_blank"><span>[</span>1<span>]</span></a></sup> Unlike the traditional <a href="http://en.wikipedia.org/wiki/Rational_choice_theory" title="Rational choice theory" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">rational choice theory</a> in mainstream <a href="http://en.wikipedia.org/wiki/Economics" title="Economics" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">economics</a>, which assumes that all individuals make choices that maximize their own <a href="http://en.wikipedia.org/wiki/Normal_form_game" title="Normal form game" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">payoffs</a> in <a href="http://en.wikipedia.org/wiki/Social_dilemma" title="Social dilemma" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">social dilemma</a>situations, social value orientations consider <a href="http://en.wikipedia.org/wiki/Personality_psychology" title="Personality psychology" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;background-repeat:initial initial" target="_blank">personality</a> differences across individuals which leads to a range of preferences for one’s own well-being and the well-being of others.<sup style="line-height:1em;font-weight:normal;font-style:normal"><a href="http://en.wikipedia.org/wiki/Social_Value_Orientations#cite_note-Offernman96-1" style="text-decoration:none;color:rgb(6, 69, 173);background-color:initial;white-space:nowrap;background-repeat:initial initial" target="_blank"><span>[</span>2<span>]</span></a></sup></p>

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<span style="float:right;margin-left:5px;font-size:13px"><br>Social value orientations are based on the assumption that individuals pursue different goals when making decisions for which the outcomes affect others. Social psychologists generally distinguish between five types of social value orientations. The main difference between each category is the extent to which one cares about his or her own payoffs and that of the other in social dilemma situations.</span><span style="float:right;margin-left:5px;font-size:13px"><br>

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<span><br></span></h2>Social Value Orientations Categories</span></h2><ul style="line-height:1.5em;list-style-type:square;margin-top:0.3em;margin-right:0px;margin-bottom:0.5em;margin-left:1.5em;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px">

<li style="margin-bottom:0.1em"><b>Altruistic</b>: Desire to maximize the welfare of the other</li><li style="margin-bottom:0.1em"><b>Cooperative</b>: Desire to maximize joint outcomes</li><li style="margin-bottom:0.1em">

<b>Individualistic</b>: Desire to maximize own welfare with no concern of that of the other</li><li style="margin-bottom:0.1em"><b>Competitive</b>: Desire to maximize own welfare relative to that of the other</li><li style="margin-bottom:0.1em">

<b>Aggressive</b>: Desire to minimize the welfare of the other</li></ul><p style="margin-top:0.4em;margin-right:0px;margin-bottom:0.5em;margin-left:0px;line-height:1.5em">Most individuals are either cooperative or individualistic.</p>

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